The best way to learn from the experts is to look, listen and ask a million questions. That’s how Chantal Bovey Bezuidenhout moved from working in a hard-edged industrial field to the world of wine and the art of changing perceptions!
She was coaxed into wine by a family member and a friend in sales. While shadowing their visits to producers for six months, Chantal was exposed to a raft of new concepts, descriptions and trends.
‘I was introduced to Creation Wines in 2008, very early on in their brand journey, and feel I have almost grown up with them,’ she says.
‘What strikes me about Creation is the passion they have for what they do. They live this passion, and it shows. But they are also fabulous at innovation and creative thinking.’
Chantal manages a handful of select wine farms, each with their own niche in the market. ‘I love that Creation is family-owned and run, and that they understand stories sell wine. When I am training waiters who have that important final touch point with a guest in a restaurant, equipping them with these stories really brings the brand to life. It’s also a huge plus point that Creation now holds the No. 3 position in the World’s Best Vineyards.’
Chantal has fascinating insights into growing the younger market.
‘It’s true that many younger consumers opt for alcohol mixers or alcopops, but when they talk about preferring “sweeter” drinks, it’s interesting to see their reaction to subtle fruity notes rather than sugary flavours. They are curious and intrigued by pairing wine and food but, most importantly, look for memorable experiences.’
She concludes: ‘It’s all about moderation – and celebration!’